Part 2 Of Cable's Movies On Demand Campaign Takes Flight

The second flight of the campaign backing the cable industry's Movies On Demand service broke Nov 23 across a host of national cable networks and MSOs' local inventory.

A schedule, touting Lionsgate's The Expendables and Sony Pictures Entertainment's Eat Pray Love, began running on Nov. 23 on such networks as TBS, FX, E! and Comedy Central, supplemented by the spots running on some of the participating MSOs' cross-channel avails.

Unlike the introductory part of the campaign, which was designed in large part to build awareness and educate consumers about the service, the four-week blitz focuses more on specific films. This flight, unfolding during what has historically been a strong period for movie rentals, represents the second wave of the $30 million TV, print and online campaign, themed "The Video Store Just Moved In" that ran over a 12-week period last spring.

Throughout the year, CTAM has maintained and bolstered the campaign, which has been backed in 2010 by eight MSOs and a like number of studios, on its Facebook page.

"We have taken the identifiable elements from the first part of the campaign, the green light and the green logo," said Michele Edelman, vice president of worldwide marketing, programming and acquisitions at Warner Bros. Digital Distribution. "Now, we are using them to bookend the spots, which are about highlighting the films."

The campaign is slated to put 20th Century Fox's Knight and Day and Vampires Suck on the commercial stage come Nov. 30, while Warner Bros. Entertainment's Inception and The Town will benefit from the push on Dec. 7 and Dec. 17, respectively.

Summit Entertainment's The Twilight Saga: Eclipse and Universal Pictures' Nanny McPhee Returns will also be trumpeted during the flight.

Edelman said Movies On Demand is looking to capitalize on demand during November and December.

"We were very excited with the campaign back in March. It generated a lot of exposure for the category and we experienced a nice rise last spring," she explained. "This time, we're more title-driven and want to boost the buy rates. This will be a second lift for us."

CTAM president and CEO Beales said the cable industry will support Movies on Demand again in 2011, with additional MSOs coming aboard and prospects for other studios engaging.

"Other MSOs that have expressed interest in getting involved next year," Beales said, adding that she will be "heading west" after the Thanksgiving holiday on a recruitment mission with an eye toward bringing more studios into the transactional tent.

Beales notes that executives from both the distribution and content sides will meet early next year to determine the direction the campaign will take in 2011.

For her part, Edelman would welcome more partners.

"The more the merrier," she said, noting that next year's efforts figures to be more akin to the current blitz than last spring's creative.